Marking the one year after the channel repositioned itself into the comedy genre, Big Magic recently announced its brand refreshment with a new look and channel identity. The content as part of the renewed strategic vision is expected to take a quirky, contemporary, differentiated and entertaining approach which will predominantly be target to the male audience but at the same time caters to the family audience.
BIG Magic’s original content will focus on shows in the sitcom, non-fiction space and build on iconic characters which are stand out, quirky and funny. The content offered will be platform agnostic with a large play in the digital and mobile medium.
Part of the brand revamp was the introduction of new shows and revamp of some of the old on the channel. For instance the channel had revamped the show ‘Uff! Yeh Nadaniyaan’ to now ‘Total Nadaniyaan’ and the introduction of new show ‘Tedi Medi Family’ which is an adaption of sitcom ‘The Middle’ for which they recently acquired the rights. Continuing with this Big Magic also announced the rights acquisition to the popular game show ‘Family Fortunes’ for which the Indian version will be created. The show which started in 1980 is a popular British show. The other will be an unscripted talk show on the lines of shows like the Tonight Show. “Family Fortunes is a Fremantle game show and will be launched end of the coming quarter. There are two other show, one will be an unscripted show like the Tonight Show and a couple of scripted shows,” said Tarun Katial, CEO, RBNL.
Commenting on the new logo and campaign, Katial said, “It has been a great year for BIG Magic since its launch last year and we are positive that our fresh, contemporary, over the top, quirky positioning will help in amplifying the overall channel outlook. Our clear objective is to make viewers laugh out loud and build iconic characters in the comedy space. With original content targeted at metros and non-metros, both long and short formats, BIG Magic is focused to provide nothing but unique and edgy comedy through its content to make people laugh out loud.”
Apart from this the channel will also be launch a few other scripted shows. The channel also plans to produce animated pieces on based on the show Akbar Birbal in the form of short comedy capsules between shows. Similarly, there will also be clay animation short capsules produced on ‘Actor calling Actor’ which was on Big FM and now will be in the Big Magic.
Talking about the innovation and change, Paritosh Painter, NCD, RBNL said, “At Big Magic, we strive to offer comedy content that is fresh, surprising, unpredictable and fully over the top. In line with our new campaign, we will continue our commitment to offer a comical line up of hilarious sitcoms, surprising and unpredictable short formats on topical issues, laugh out loud weekend special and festive specials.”
The marketing campaign will be across on-ground, television across other network channels as well, digital and radio. The network looks to put a sizable budget on this brand refreshment. Digital spends have doubled from 2-3% to 6-7%.